The modern apothecary
Kiehl’s was founded in 1851 as an old-world apothecary in New York’s Lower East Side neighborhood, where its flagship store is still located today. The company develops its nature-inspired, scientifically proven formulas to be powerful yet safe and help improve overall skin quality for visibly healthier-looking skin.
Encouraging product sales
Kiehl’s Taiwan wanted to boost awareness and consideration of its key product, the Ultra Facial Cream, and encourage online signups for product samples.
Creative, mobile-friendly ads
To raise awareness and consideration of its Ultra Facial Cream, Kiehl’s Taiwan decided to get creative and try a new, mobile-first approach to reach audiences aged 18–40 who have an interest in skincare and beauty.
The brand captured consumers’ attention with a series of mobile-optimised video and link ads on Facebook and Instagram that were developed in partnership with Facebook Creative Shop. The video ads followed mobile best-practice guidelines to grab attention and drive business impact; they were vertical in format, short and instantly engaging.
Using Facebook News Feed, Instagram feed and Instagram Stories allowed the brand to incorporate vivid creative assets based on a key ingredient in the Ultra Facial Cream: glacial glycoprotein. The “glacial” element inspired the creation of fun, animated images of penguins and glaciers in the ads that drew viewers and informed them about the product’s various benefits. In addition, the ads included a clear call to action to register for free samples via the brand’s website.
To maximise reach, Kiehl’s Taiwan used information provided by the Facebook pixel to build Custom Audiences of its website visitors, and then created lookalike audiences based on them, people who had liked the brand’s Facebook Page and customers, as well as leads from an existing campaign.